An Introduction To Integrated Marketing Communications
An Introduction To Integrated Marketing Communications
An Introduction To Integrated Marketing Communications
Marketing Communications
What is Communication?
Is communication
necessary?
Importance of communication
Illustration
• An old blind man was sitting on a busy street corner in
the rush-hour begging for money. On a cardboard
sign, next to an empty tin cup, he had written:
'Blind - Please help'. No-one was giving him any
money. A young advertising writer walked past and
saw the blind man with his sign and empty cup, and
also saw the many people passing by completely
unmoved, let alone stopping to give money. The
advertising writer took a thick marker-pen from her
pocket, turned the cardboard sheet back-to-front, and
re-wrote the sign, then went on her way. Immediately,
people began putting money into the tin cup. After a
while, when the cup was overflowing, the blind man
asked a stranger to tell him what the sign now said.
"It says," said the stranger,
Sales
Special
Point of promotion
events
purchase Interactive
marketing
Media
Packaging
Adver-
tising
Public
relations
Publicity Direct
Direct
marketing response
Contemporary IMC Approach
Sales Direct
Packaging
promotion response
Media
Point of
purchase Adver-
Public
tising relations
Publicity
Interactive
marketing Direct
Special
marketing
events
Save our Tigers campaign by Aircel
Coordinated Marketing Elements Build Image
Defining IMC
IMC
IMC isis aa strategic
strategic business
business
process
process used
used to to plan,
plan, develop,
develop,
execute
execute and
and evaluate
evaluate coordinated,
coordinated,
measurable,
measurable, persuasive
persuasive brand
brand
communication
communication programsprograms with
with
consumers,
consumers, customers,
customers, prospects
prospects
employees
employees and and other
other relevant
relevant
external
external and
and internal
internal audiences.
audiences.
The
The goal
goal of
of IMC
IMC isis to
to
generate
generate short-term
short-term
financial
financial returns
returns and
and build
build
long-term
long-term brand
brand value.
value.
Behind the Growing Importance of IMC
From Toward
Media
Media advertising
advertising Multiple
Multiple forms
forms of
of communication
communication
Mass
Mass media
media Specialized
Specialized media
media
Manufacturer
Manufacturer dominance
dominance Retailer
Retailer dominance
dominance
General
General focus
focus Data-based
Data-based marketing
marketing
Low
Low agency
agency accountability
accountability Greater
Greater agency
agency accountability
accountability
Traditional
Traditional compensation
compensation Performance-based
Performance-based compensation
compensation
Limited
Limited Internet
Internet availability
availability Widespread
Widespread Internet
Internet availability
availability
MARKETING COMMUNICATIONS
PRODUCT
INFORMATION
TARGET AUDIENCE
MarCom: MAIN OBJECTIVES
REMINDING
INFORMING
•Product
•Product Launch
Sales Growth phase
phase
•Competitive
•Explanations of
Product’s TARGET positioning
features & benefits AUDIENCE
PURSUADING
•Product Maturity phase
•Applies to consumers’ memory
(brand specific)
MarCom Mix
PR Advertising Event
Marketing
Sponsorship Product
placement
Communication
Merchandising New
Program
Media
Internet POS
materials
Mobile Sales
Communications Promotions
Advertising
National
National Advertising
Advertising
Retail/Local
Retail/Local Advertising
Advertising
Primary
Primary vs.
vs. Selective
Selective
Demand
Demand Advertising
Advertising
Consumers
Business-to-Business
Business-to-Business Advertising
Advertising
Professional
Professional Advertising
Advertising
Trade
Trade Advertising
Advertising
Organizations
Direct Marketing
Direct
Direct
Mail
Mail
Direct
Direct
Internet
Internet Response
Response
Sales
Sales Advertising
Advertising
Direct
Direct
Marketing
Marketing
Shopping
Shopping Telemarketing
Telemarketing
Channels
Channels
Catalogs
Catalogs
Bose Uses Direct Response Advertising
Includes call
for action.
Phone number,
mail-in form,
website address
provided.
Interactive/Internet Marketing
• Back-and-forth communication
– Users participate in and modify the form
and content of information
– Happens in real time
• Interactive media
– Internet
– CD-ROMs
– Kiosks
– Interactive television
– Digital cell phones
Using the Internet as an IMC Tool
The
The
Internet
Internet
Educates
Educates oror AA persuasive
persuasive AA sales
sales tool
tool
informs
informs advertising
advertising or
or an
an actual
actual
customers
customers medium
medium sales
sales vehicle
vehicle
Obtains
Obtains Provides
Provides Builds
Builds and
and
Communicates
Communicates
customer
customer customer
customer maintains
maintains
and
and interacts
interacts
database
database service
service and
and customer
customer
with
with buyers
buyers
information
information support
support relationships
relationships
Sales Promotion
Coupons
Samples Trade Allowances
Premiums
POP Displays
Contest
Refunds/Rebates Training Programs
Consumer-oriented Trade-oriented
[For end-users] [For resellers]
Sales Promotion
Feature
Feature
Articles
Articles
News
News Interviews
Interviews
Releases
Releases Publicity
Publicity
Vehicles
Vehicles
Press
Press Special
Special
Conferences
Conferences Events
Events
BASIS FOR COMPARISON ADVERTISING PUBLICITY
Meaning The activity of generating The activity of providing
advertisements of products information about an entity,
and services to i.e. a product, an individual
commercialize them is or a company to make it
known as Advertising. popular is known as
Publicity.
What is it? It is what the company says It is what others say about
about its product. the product.
Cost involved Very expensive marketing Free of cost.
tool.
Given by Company and its Third Party
representative
Is it under the control of the Yes No
company?
Which type of message it Positive It may be positive or
conveys? negative.
Credibility and Reliability Less Comparatively more
Cause-related
Marketing
Publicity
Publicity Special
Special
Vehicles
Vehicles Publications
Publications
Community
Community Corporate
Corporate
Activities
Activities Advertising
Advertising
Public Affairs
Public Affairs Special
Special Event
Event
Activities
Activities Sponsorship
Sponsorship
Personal Selling
• Person-to-person communication
– A seller attempts to assist and/or
persuade prospective buyers to make a
purchase or act on an idea
The Nature of Communication
Source Encoding
Forms of Encoding
Verbal
Verbal Graphic
Graphic Musical
Musical Animation
Animation
••Spoken
Spoken ••Pictures
Pictures ••Arrange-
Arrange- ••Action/
Action/
Word
Word ment
ment Motion
Motion
••Drawings
Drawings
••Written
Written ••Instrum-
Instrum- ••Pace/
Pace/
Word
Word ••Charts
Charts entation
entation Speed
Speed
••Song
Song ••Voices
Voices ••Shape/
Shape/
Lyrics
Lyrics Form
Form
The Semiotic Perspective
Object
Object
(brand)
(brand)
Interpretant
Interpretant Sign/Symbol
Sign/Symbol
(intended
(intended (image)
(image)
meaning)
meaning)
Communication Channel
Personal
Personal Nonpersonal
Nonpersonal
Channels
Channels Channels
Channels
Different Worlds
Sender
Sender Receiver
Experience Receiver
Experience Experience
Experience
Moderate Commonality
Sender
Sender Receiver
Receiver
Experience
Experience Experience
Experience
High Commonality
Receiver
Receiver
Receiver Experience
Sender
Sender
Experience
Experience
Experience
Experience
Noise
Successful Communication
Select
Select an
an appropriate
appropriate source
source
Develop
Develop aa properly
properly encoded
encoded message
message
Select
Select appropriate
appropriate channel
channel for
for target
target
audience
audience
Receive
Receive feedback
feedback
Analysing the receiver
• Identifying the
target audience
Hierarchical Response Models
Topical Involvement
High Low
Learning Low involvement
model model
Perceived product
High
Cognitive Cognitive
differentiation
Affective
Conative
Dissonance/ Conative
attribution model
Low
Conative
Affective Affective
Cognitive
Dissonance/Attribution Model
Low-Involvement Products
How Advertising Works
Design Message
• Message content
Rational
Emotional
Moral
• Message structure
One-sided arguments
Two-sided arguments
stimulus ambiguity
Comparative structure
Design message
• Message Source
Source credibility
Endorser
• Message Format
The message has to be considered
depending on which media is going to be
used – e.g. Layouts, props, models,
music, voice, etc.
“People will forget
what you said, people
will forget what you
did, but people will
never forget how you
made them feel.”
Bottom Line….
• Love: J&J
• Romance: Closeup
• Prestige: Tanishq
• Humor: naukri .com Hari sadu
• Bravery: Mountain Dew
• Street smart: Surf excel : lalita ji
Negative Emotional Appeal